iKids Gamers: Here comes the Amiibos!

With the release of the Amiibo figurines, Nintendo is entering into the lucrative toys-to-life category pioneered by Activision’s Skylanders and emulated by Disney Infinity. Today, Nintendo fans will be able to get their hands on their favorite characters. Mario, Link, Kirby, Princess Peach, Yoshi, and Donkey Kong are among the first toys to be released.

The toys are designed to use with the Wii U and allows characters to come alive and enhance the capabilities of their characters in video games like Super Smash Bros., Hyrule Warriors, and Mario Kart 8.

Activision was the first company to create a way for plastic molded figures to become action characters in a video game. In the Skylanders system, gamers take a plastic toy figure, like Spyro, and place it on a portal that connects to a game system like the PlayStation, the Xbox, or the Wii U. Once the figure is put on the portal, the character appears on the screen (think of Star Trek when Captain Kirk is beamed from the spaceship Enterprise to a planet).   Now the gamer uses his or her character to defeat enemies in the Skylanders video game. How successful has this been? Skylanders has generated more than $2 billion since the fall of 2011 and sold more than 175 million toys.

Disney Infinity, which was launched in 2013, has used the same technology to bring classic Disney characters alive to the tune of over $500 million in sales and just recently released Disney Infinity 2.0 featuring characters from Marvel.

Gamers, both children and adults alike, have made this new category of toys a lucrative part of the toy merchandizing scene. Companies like Toy “R” Us, Wall-Mart, and Target feature huge displays that seek to inspire sales. This Christmas season will be sure to capture even more gamers as Nintendo enters this emerging market.

Why is the toy-to-life strategy so successful?

  1. People are looking for the real.   In a digital age where images are transitory, being able to hold in your hands a carefully crafted figure that represents the essence of the character makes the video game seem more significant.
  2. People long for meaning. Video games are not simply games; they are immersive stories of heroism, good vs. bad, and spiritual attainment. Holding a character in your hand and then playing as that character in a game intensifies the lessons learned in the gaming experience. Nintendo’s tag line for the Amiibo says it all, “Discover the power inside.”
  3. People desire icons of significance. Since time immortal, humans have crafted physical icons that represent their values, beliefs, and deepest longings. Being able to place Mario, Link, Princes Elsa, Mickey Mouse, Spider-man, or Spryo next to your beside takes the video game experience with you and becomes a frame of reference as you battle your own personal villains and seek to overcome life’s obstacles.

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